While the Alpha A7 III can't quite boast the sheer breathtaking performance or resolution of its pricier siblings, it's a brilliant camera that will tick a lot of boxes for many photographers.
Sony has taken some of the best bits from its flagship Alpha A9 and A7R III and distilled them into a single camera that offers a fantastic mix of performance, image quality and price.
The 693-point AF system is simply stunning, and rival cameras at a similar price can't even get close to its sophistication, while the 10fps burst shooting speed should satisfy most peoples needs. The full-frame 24.2MP back-illuminated sensor delivers excellent results throughout the ISO range, while the dynamic range offered is equally as impressive.
Meanwhile the refined body design borrowed from the Alpha A7R III makes it a much more satisfying camera to use than its predecessor, while the ability to shoot uncropped 4K video makes this a very versatile camera.
There's still room for improvement though, with more touchscreen control needed, while less 'tearing' in the viewfinder would be welcome. We're also a little dubious about some of the weather-sealing round the accessory ports, but Sony obviously reckons it's done enough to protect the internals of the camera from the elements.
These are all minor niggles though, which fade away when you look at the wealth of features the Alpha A7 III offers. For the price, there's nothing that can touch it.